Abstract
PurposeBy adopting retrospective evaluation theories, this study aims to explain how innovations provided by separate suppliers in the tourism value chain influence tourist’s perceived value of the overall experience and further uncover which innovative product attributes are more effective in improving tourist perceptions of the overall value.Design/methodology/approachA survey yielded 584 valid responses from tourists who had experienced specific tourist product innovations during their travels. Structural equation modelling was used to test the proposed theoretical model.FindingsThe results reveal that tourists evaluate overall travelling experience value either by recalling an intense, impressive moment (i.e. a heuristic approach) or through an evaluation of the overall utility gained from the whole trip (i.e. a normative approach). Furthermore, innovations that are perceived as increasing convenience and enabling learning contribute to tourists’ overall value perception through both normative and heuristic approaches, while immersion resulting from innovation only contributes to overall perceived value through the heuristic approach.Practical implicationsGiven the complex service ecosystem of tourism destinations, each tourism service provider should consider how innovations contribute to the experience of the whole trip and which attributes of innovations increase tourists’ overall perceived experience value.Originality/valueThis study complements existing knowledge by revealing the relationship between product innovation in tourism sectors and tourists’ perceived value of the whole trip. Moreover, it offers a theoretical framework for further investigation into service product innovation in hospitality and tourism industry.
Highlights
Innovation has become a critical factor in determining the international competitive position of tourism firms and destinations (Camisón and Monfort-Mir, 2012)
The innovation of each service component should pay attention to its contribution toward the overall value perceived by tourists
This study aims to investigate the relationships among innovativeness of tourist products, perceived attributes of those innovations and two types of tourist evaluation approaches, all of which combined, we argue forms the perceived experience value of the whole trip (See Figure 1)
Summary
Innovation has become a critical factor in determining the international competitive position of tourism firms and destinations (Camisón and Monfort-Mir, 2012). Based on the Oslo Manual, product innovation means either introducing an entirely new offer or the inclusion of significant improvements to existing offers or their expected uses (OECD and Eurostat, 2005). Hjalager (2010) argues that product or service innovation can be used interchangeably, the term ‘service product innovation’ is preferred for our context in hospitality and tourism in order to distinguish it from manufacturing product innovation. The ultimate goal of product innovation is to provide better experience to fulfil customer needs and contribute to customer satisfaction and loyalty (Stock, 2011). It implies that tourists perceived value is based on a global evaluation of the whole trip instead of a single component (Gallarza and Saura, 2006). The innovation of each service component should pay attention to its contribution toward the overall value perceived by tourists
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